*Gold winner of the 2018 District 7 Addy Awards
For a store all about eyesight, it’s ironic that awareness was our biggest problem. For Eyes is a small eyeglass store with a few locations in Chicago and Miami, and was struggling to compete with LensCrafters and Warby Parkers.
We had the designer frames. We had the eye expertise. We had the online shopping and shipping. All we needed was for people to know about us, so we launched a full rebrand.
We didn’t have a big budget or a lot of name recognition, but we had a vision. And that vision was to become a brand with personality. So we updated the look, refreshed the voice, and shot a couple of unforgettable, award-winning commercials.
Along with the commercial spots, we also rebranded their email marketing. For the eblasts, the same concept applied. We needed the brand to be fun and personable.
If you were grossed out by that first commercial, you’re not alone. Lots of people share in your disgust, but the commercial got people talking about For Eyes, which was kind of the point.
I don’t know who Rich H is, but he gets it.
My commercial has haters, and I’ve never been so proud.
Apparently there’s an entire website devoted to commercials that people complain about. I’m honored for my work to be mentioned.
I found this gem on another website where people go to gripe. I love the “You can guess the rest” part because those are the exact words I used when I first pitched the spot.